The efficacy of celebrity endorsement towards youngsters in purchase decisions / Syara Izreen Mohd Shahrir

• Main Author: Mohd Shahrir, Syara Izreen
• Format: Student Project
• Language: English
• Published: Faculty of Business and Management 2020
• Subjects: Market surveys. Including brand choice. Brand loyalty; Purchasing. Selling. Sales personnel. Sales executives; Social influence. Social pressure
• Online Access: http://ir.uitm.edu.my/id/eprint/28581/1/PPb_SYARA%20IZREEN%20MOHD%20SHAHRIR%20BM%20M%2020_5.pdf; http://ir.uitm.edu.my/id/eprint/28581/

Celebrity endorsement practice has become an effective marketing method for companies to communicate to customers about their products. The study's objective is to examine the impact of celebrity endorsement on the purchase decision of young people. Celebrity expertise, celebrity attractiveness...